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  1. 1. The Most Serious Game The McDonald’s Corporation in the 21st Century
  2. 2. Underperformance 1999-2002
  3. 3. Getting a Fresh Look <ul><li>Before </li></ul>After
  4. 4. [csr ad]
  5. 5. [emphasized salads]
  6. 6. Inspiration: America’s Army
  7. 7. Overview
  8. 8. Overview
  9. 9. Economics
  10. 10. Externalities
  11. 11. New Limits
  12. 12. One Limit
  13. 13. Game Over
  14. 14. Not a bug
  15. 15. Only one way to win <ul><li>Cut emissions by </li></ul>70%
  16. 16. Timely warnings
  17. 17. Timely warnings
  18. 18. New Ground Rules <ul><li>No deforestation </li></ul><ul><li>Reduce emissions 70% (no “emissions trading”) </li></ul><ul><li>“Real cost” factored </li></ul>
  19. 19. Zero Tolerance
  20. 20. Healthy Changes
  21. 22. CSR and ASC
  22. 23. CSR/ASC CSR / ASC
  23. 24. Confront the Contradictions
  24. 25. “ Old-school” CSR: It can’t work
  25. 26. The Choice Is Ours

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